Quiz 3: Segmentation and Targeting

uses separate offering for each different segments it targets

An ice melt company decides to target homeowners and retail business to use its product. The company uses a multisegment marketing strategy and:

What am I trying to sell (( incorrect ))

A boat-cleaning company needs to increase its number of clients. It walks through segmentation and targeting exercises and discovers that the identified target segment is not addressed in its current marketing mix. What question were they trying to answer by conducting targeting and segmentation activities?

The advertisement wasted money and tie time because they were not targeted properly

A regional car dealership began running mass marketing TV advertisements emphasizing its high-end luxury vehicles. The region this car dealership services had been hit hard with a recession. The main manufacturer had been purchased by a foreign company and moved overseas, and now unemployment is rampant. What did this dealership miss about its target market?

Business-to-business segmentation

A uniform maker decided it would open a new market in the uniform business. In order to identify the potential market, it started within its own state and selected the healthcare segment, such as hospitals and care centers. This is an example of:

an airline targeting customers with over 500k miles of travel on its airline

Behavioral segmentation addresses the knowledge of, use of, response to, and attitude toward a product. Which of these is an example of behavioral segmentation?

commodity or staple

Crest toothpaste creates an ad campaign for television that it airs daily in the evening shortly before the news comes on. The company choose to conduct mass marketing because its product is a:

doubling the communication efforts ( incorrect )

In-N-Out Burger decides to target both the college student community and the artisan build-your-own burger segment. What advantage does this strategy have?

Niche marketing

Segway focuses on the personal people-mover market of individuals who need to move longer distances with ease. Its stand-up scooter is used in two narrow markets: tourist tours and warehouse employee movement. What type of marketing strategy should this company use?

decision-maker segmentation

Taejon was looking into a new printer for his home when his teenage son Tyson, handed him advertisements of the three printers he had been researching for his computer. Taejon ended up focusing his efforts on those three printers and finally purchased one of them at Costco. These three retailers targeted their marketing by what type of approach?

the person with authority to buy the services has been identified

The Clean 'n Green recycling company identified 150 apartment complexes (worth~$500K annually in potential contracts) that don't offer recycling for tenants even though tenants have requested the service. A recent change in city laws mandates that large apartment complexes must recycle. The city is offering a subsidy to cover the first two years of a recycling service to ensure the law can be met. Clean 'n Green has not contacted the complex owners yet. Which one of the criteria for defining a potential market is missing from this analysis?

It's internally homogenous approach

The Outdoors Pac company had an avid customer segment in the backpacker world. The company periodically sent out customer surveys to discover their demographics, lifestyles, and preferences. What it discovered is that many of its customers enjoyed the same elements of its bags. Armed with this and other information from the surveys, the company created a new backpack with integrated solar panels on the outside flap that charged small electronics. The backpack was a huge success, and inventory was sold out frequently. What ideal market segmentation approach did Outdoors Pac emphasize to tap this market's enthusiasm?

Why should consumers buy this product (( incorrect ))

You are newly employed at the Passion Planner company which produces and sells compact yearly planner books. It is a two-year-old startup company and has been successful to this point through Kickstarter campaigns. In order for Passion Planner to more effectively reach its customer segments for future marketing opportunities, what question must it answer?

refine your approach by going back to the drawing board

You invent of a new type of cat-walking leash. You choose a market segmentation approach and decide to target the international cat owner population and sell online. You are having trouble finding a way to measure this large population, and there is no data about cat owners who use leashes. It seems quite expensive to figure out, so you review the components of an ideal market and realize your segmentation approach does not meet any of the effective segmentation conditions. From this point you should: